A potted history of LBSPrepared byHelen Keegan, January 2012http://technokitten.comhttp://mwcfringe.comhttp://swedishbeers...
It’s not all about technology   Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going...
And then came mobile• Or wireless as we called it back then• There were a few visionaries who saw the  opportunity        ...
Back when phones looked like this   Copyright Helen Keegan 2012. All rights reserved. All information correct at time of g...
And even got some traction• ZagMe video – 3 minutes• http://www.youtube.com/watch?v=CIvdZM5-  Mh8    Copyright Helen Keega...
But…•   We were all way too early•   Ran out of money•   Closed or pivoted•   Moved on•   So much for the £11 billion LBS ...
And then we had bluespam• Or BlueCasting• Or BlueJacking – remember JellyEllie and  BlueJackQ?• I can’t remember how many ...
Google• When Symbian came out, Google made their  mapping product compatible c 2003/4. And it  worked.• Business model?   ...
Experiments in games & the arts   Copyright Helen Keegan 2012. All rights reserved. All information correct at time of goi...
A sensible use of location                                                  • Mr Clarinet book launch   Copyright Helen Ke...
And mobile and social had begun                                                                                           ...
And we play around with QR codes &image recognition• Usability still an issue• Brands and retailers  can’t seem to get the...
Enter the iPhone era• Mobile and social hits us again with Facebook  and Foursquare. Check-ins become cool.• And we see mo...
So what do I do?• As a retailer   – Own your locations otherwise someone else will   – Location is mostly irrelevant witho...
What’s next                              •    Consolidation                              •    Augmented reality           ...
Barcelona                  26 February – 2 March 2012                                        Thank you             Helen K...
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A short history of location-based services

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Slides from the short presentation I did at Mobile Marketing Magazine's mRetail Summit last week.

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Transcript of "A short history of location-based services"

  1. 1. A potted history of LBSPrepared byHelen Keegan, January 2012http://technokitten.comhttp://mwcfringe.comhttp://swedishbeers.org@technokittenhelen@mwcfringe.com Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  2. 2. It’s not all about technology Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  3. 3. And then came mobile• Or wireless as we called it back then• There were a few visionaries who saw the opportunity Mr. AdGood Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  4. 4. Back when phones looked like this Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  5. 5. And even got some traction• ZagMe video – 3 minutes• http://www.youtube.com/watch?v=CIvdZM5- Mh8 Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  6. 6. But…• We were all way too early• Ran out of money• Closed or pivoted• Moved on• So much for the £11 billion LBS advertising market Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  7. 7. And then we had bluespam• Or BlueCasting• Or BlueJacking – remember JellyEllie and BlueJackQ?• I can’t remember how many bluetooth marketing companies I came across in 2003. They were all doomed.• Inherent design flaws in the bluetooth system at the time• Little better now – plus we’ve moved on Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  8. 8. Google• When Symbian came out, Google made their mapping product compatible c 2003/4. And it worked.• Business model? Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  9. 9. Experiments in games & the arts Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  10. 10. A sensible use of location • Mr Clarinet book launch Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  11. 11. And mobile and social had begun • Check-ins • What’s nearby • Reviews • Find a friend • Mashups • Most too early Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  12. 12. And we play around with QR codes &image recognition• Usability still an issue• Brands and retailers can’t seem to get their heads round the mobile bit of it – No mobile access in some locations – Redirects to a full-fat website – Does nothing Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  13. 13. Enter the iPhone era• Mobile and social hits us again with Facebook and Foursquare. Check-ins become cool.• And we see mobile couponing re-emerge in a big way – Vouchacha – Vouchercloud – Groupon (and all its clones) – Eagle Eye etc etc• Search on mobile internet gets a whole lot better• Mobile Advertising can be bought by location• Mapping gets even better Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  14. 14. So what do I do?• As a retailer – Own your locations otherwise someone else will – Location is mostly irrelevant without context – Think customer service - technology does not replace good customer service – Be mindful of customer privacy concerns – You need to learn, so experiment – Don’t give up at the first hurdle – Keep an eye out for new trends – Make it easy for customers to find you and tell their friends about you Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  15. 15. What’s next • Consolidation • Augmented reality • Multiple devices • App fatigue / tech fatigue • Mobile internet • mCommerce • Social search • Facebook is the internet • Siri & its ilk Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  16. 16. Barcelona 26 February – 2 March 2012 Thank you Helen Keegan – helen@mwcfringe.com +44 794 053 8802 http://technokitten.com http://mwcfringe.com http://swedishbeers.org @technokittenCopyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.

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